How Baseworx got prospects showing up already knowing the brand and its content referenced in 70% of sales conversations
Client: Baseworx Technologies | Industry: Coworking & Workspace Management Software (PropTech)
The Challenge
Baseworx, which was founded in 2019, built a strong product with excellent features that supported the rollout of coworking across the island of Ireland. They wanted to expand their market presence after gaining initial traction in multiple international markets.
The main challenge they faced was lack of brand awareness in these markets as the early years of the company was focused on the Irish market. They weren’t being compared with their competitors when prospects were making buying decisions.
Without this trust or awareness with prospects, it meant that future prospects weren’t aware of the great benefits and functionality of their software.
Continuing on this path would’ve made life difficult for the sales team as every prospect they engaged with would have little knowledge about Baseworx and as buyers today are making buying opinions before they talk to companies, the odds of choosing a competitor would’ve been higher.
Also the perception of only working with Irish workspaces could’ve prevented them from signing more clients from International markets, if the perception stayed that way.
Finding the time to implement a content marketing strategy was a key challenge.
About
Baseworx is a software solution that helps coworking & workspaces across the globe increase efficiency, grow revenue and build their communities. Their solution gives workspace operators a full view of their space, members and how they are performing.
With over 1,000 spaces onboarded as customers and a large project completed for the Irish Government, Baseworx has developed the product to solve the problems their customers face on a daily basis in operations, bookings, communications, invoicing & more so they can win back more time in the week to spend making the real impact with their members.
The Solution
At our initial content marketing strategy workshop, we identified the main goals for the next 12 months would be:
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Increase Brand Awareness amongst target market
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Develop trust with prospects through content
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Convey & articulate the team’s deep understanding + expertise of the industry
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Get clear on consistent messaging to their ICP (Ideal Customer Persona)
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Create content that can be used as sales enablement assets
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Showcase the Baseworx product & how it helps coworking workspaces
Previously, there had been content posted across accounts but it needed a more consistent approach and strategy to make a mark with their audience.
With this in mind, we created Flex That Worx. Flex That Worx was the media brand we developed for Baseworx and was the brand we utilised for their new Podcast and LinkedIn Newsletter.
The Flex That Worx podcast would be the medium where we would record conversations that were rich in insights, experience, expertise and real people. The main idea being to build trust, awareness and reputability with their target audience group.
We then utilised the content from the Flex That Worx podcast to create engaging content on their company LinkedIn account, Co-Founder’s (Graham Clarke) personal LinkedIn account, LinkedIn Newsletter & YouTube channel.
The content was also created in the format of blogs on their website and email newsletters.
The approach, in alignment with their goals, was to have content for each stage of their customers buying journey.
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A mixture of shorter form content through to longer form.
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Insights on the industry, practical workflows, product insights.
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Conversations with customers, industry thought leaders and the internal team.
In June 2026, we brought their remote podcast into a real life setting. We set up a pop up podcast studio at one of the industry’s leading events, GCUC UK in Manchester. On the day, we recorded conversations in collaboration with the event organisers with the panelists who shared fantastic insights on the world of coworking, workspace, corporate real estate and flexible work.
In October 2026, we repeated this same model at GCUC UK in London.
12 months later and the initial goals have been reached, now the focus is moving more towards bringing demand and product focused content into the content mix to complement the brand.
The Content
Podcast | Flex That Worx
Social Media Content & Design
Outcomes
July 2025 - July 2026
Brand
What changed in 12 months
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Content referenced in 70% of sales conversations
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156,444 founder LinkedIn impressions, up 391% in 12 months
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Podcast reached listeners in 53 countries
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Recorded live content at 2 industry-leading conferences
The content at work
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56 podcast episodes published in 12 months
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20 blogs and 32 LinkedIn newsletters published
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93 hours of watch time
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1,610 new founder LinkedIn followers, up 41%
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Company LinkedIn built from a few posts to consistent content going out weekly to their ICP feeds
What the industry said
“Whilst on the road, between clients, I’d recently listened to: Baseworx - Flex That Worx. If you’re in the flex space and not listening to these podcasts, they’re worth adding to your Spotify queue.”
“Great conversation with the team at Baseworx on Flex That Worx. We covered what coworking leadership actually looks like when you’re the one carrying the risk, and why sustaining yourself matters just as much as sustaining the space. Two decades on, the tech has evolved. The human stuff hasn’t.”
Demand
Our work started as brand-building and the brand numbers show it’s going in the right direction. The shift is now showing up where it counts, in the sales room.
Content being produced from Baseworx is referenced in 70% of sales conversations.
The brand is being compared into deals it previously wasn’t part of. Where the sales team once heard from prospects “Who is Baseworx? I haven’t heard of you, are you like XYZ?”, prospects now know the name before the first call and what sets Baseworx apart from the rest.
As Anne-Marie Murphy, Head of Growth, puts it: the brand is “top of mind” of the audience and the content does the work “while we’re in one to one conversations and closing deals”.
Baseworx's Experience
Anne-Marie Murphy, Head of Growth at Baseworx
Graham Clarke, CEO & Co-Founder at Baseworx
“Our content is mentioned to me in 70% of sales conversations. Previously we’d be asked, ‘Who is Baseworx? I haven’t heard of you. Are you like XYZ?’ and we’d be compared to other logos. Since we started working with Trend 7 Media, people know who we are when we’re coming into the conversation.
We’ve grown a platform that gets us into new audiences at a whole other level. Live recordings at conferences, getting known at a brand level above and beyond where the technology would typically find itself, which positions Baseworx as thought leaders.
If you’re thinking about working with a content agency like Trend 7, I’d highly recommend having clarity about what you want to achieve and selecting a partner who’ll stay consistent and produce high quality content over the long term. There’s no way we would have stayed so consistent with such high quality content were it not for Trend 7.”
Anne-Marie Murphy, Head of Growth at Baseworx
“You look at a post or a video and you see the engagements. But when you’re out and about, you’ll meet somebody at a networking event and they’ll say ‘I listened to your podcast’. I’ve never seen them in the comments or the likes. That’s the part you can’t measure and that’s the part where I go, right, we need to keep doing this.
Working with Trend 7 Media allowed us to pull all that together. They knew exactly what we wanted to achieve. What we have now is solid posting, solid messaging and the key part is coming back and measuring what’s working and what’s not.”
Graham Clarke, CEO & Co-Founder at Baseworx
